RSS isn't only for blogs and online news sites anymore: Corporations are beginning to see potential in this increasingly popular communication channel for keeping in touch not only with customers and partners but also with employees. Such is the obviously self-serving assessment of Michael Terner, CEO at KnowNow, a Kleiner-Perkins-backed software integration specialist that has hopped aboard the RSS bandwagon with unbridled enthusiasm. "RSS in the U.S. today is a mechanism for blogs and media, primarily for news,".Terner says. "What we have begun to see is the adoption of RSS on a broader basis by enterprises for moving any sort of information more easily." KnowNow's trophy customer is ING Group, a European business services company whose chairman is apparently fond of communicating directly with all 115,000 far-flung employees on a regular basis. "They've embedded our [RSS] reader into their IBM WebSphere portal," Terner says, and are looking to expand the use of RSS into a number of areas.
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